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1 Research
Monitoring the social, technical, and political environment is the first step in the process.
With research, practitioners can present and advocate proposals supported by evidence and theory.
Define the problem and/or opportunity (What’s really the root of it?)
2. Planning
Should reflect the problems or opportunities defined in the
Research (step 1).
Should never stand in isolation.
Must make sense within the context of an organization’s broader vision, mission and operational goals.
Excuses for not planning
We don’t have time.
Why plan when things are changing so fast?
We get paid for results, not planning.
We’re doing OK without a plan.
"Who—internal and external—must the program respond to, reach and affect?"
There is no “general public.”
Instead, communicate and build relationships with target publics or strategic publics.
Publics across situations -- Groups of people that share something in common, regardless of their situation.
Identify key publics, identify goals, articulate objectives, determine strategies and tactics.
Create a close linkage between the:
Overall goal
Objectives set for each public
Strategies and tactics for each objective
What Are Goals?
A goal is a statement rooted in your business’s mission or vision. Using every day language, a goal acknowledges what you want to achieve and how you hope to achieve it.
A goal is stated in general terms and lacks any kind of measurement. The difference between goals and objectives can be summed up like this:
“Goals provide the direction, while objectives pinpoint the destination.”
Task management goals: These are concerned with getting certain things done, such as driving sales or generating more leads.
Please bear in mind that it is unlikely, even unnecessary, that every campaign will have each type of goal. You can mix and match these however you deem appropriate for your specific campaign.
http://mattsouthern.com/2013/01/23/social-media-goals-for-business/
Objectives
Specific milestones toward achieving goal (e.g. Using social media, get 5 new leads by week 12)
Objectives represent the specific knowledge, opinion, and behavioral outcomes to be achieved for each target public.
Why are objectives important?
They provide focus and direction for developing program strategies and tactics.
They offer guidance and motivation to those implementing the program.
They spell out criteria for monitoring progress and assessing impact.
"What must be achieved with each public to order to accomplish the objective?"
Strategies
The conceptual approach for achieving objectives (e.g. social media campaign)
Tactics
The specific actions required to accomplish strategies (e.g. like popular local companies on FB; find a local blogger to write about us and link to our FB)
Tactics refer to the actual events, media, and methods used to implement the strategy.
Action Strategy and Tactics
“What internal changes must occur in the organization to reach the desired objectives?” (strategy)
“What specific actions must occur internally for organizational changes to happen?” (tactics)
“What is the budget available to implement these internal changes?”
Communication Strategy and Tactics
“How will the company best reach its target publics?” (strategy)
“What specific message content must be communicated to achieve the outcomes stated in the objectives?” (tactics)
“What specific media best deliver that content to the target publics?” (tactics)
“What is the budget available to implement this program?
3. Communication
Coordinating Action and Communication
“Do organizational actions correspond to organizational communications?”
“Is the organization just ‘talking the talk’ or is it actually ‘walking the walk’?”
4. Evaluation
"How will the outcomes specified in your goals and objectives be measured?"
"How will the results of the evaluations be reported to others and used to make changes?"
1. Determine the program goal (What’s the desired end result and when do you want it happen by?)
2. What’s the strategy? (Learn the difference between a strategy, objective and tactic! A strategy is the “overall action and communication plan for achieving the program goal.”)
3. Determine the target audiences and objectives Consider internal AND external audience members – employees, media, government officials, etc. Make sure your objectives are S.M.A.R.T. (specific, measurable, attainable, relevant and time-bound).
"What is the desired situation?“
“By when?”
Goals
The desired outcomes (e.g. increase sales in Sonoma County)
Forbes says:
For the purposes of your portfolio, plan to include strategies and tactics in "Activites"
Here comes all the fun – and the hard work. You’ve done your research. You’ve defined the problem. You’ve designed your plan. Now it’s time to put it into action! Now is when you can start determining what tactics will be used to achieve the stated objectives and start doing the campaign.
Action Tactics – What do we need to do to ensure this certain objective is met, or exceeded?
Communication Tactics – What is the message we need to communicate? (Remember which audience you are communicating with. What you tell employees may not be the same as what you tell media. Jargon could play a role, etc. Also consider which channel(s) will be the best delivery method.
Program Implementation Plans – Who’s going to do what and when? (Have a schedule and define responsible parties from the beginning! This is SO important. You don’t want all your hard work in planning to be delayed or messed up because something was overlooked.)
The campaign is over, but your work isn’t done yet! Did it work? Was the goal met? Were the objectives and strategies met or were there issues? Measuring your outcome(s) is just as important as measuring sales after an ad campaign.
Evaluation Research Process
Coordinating action and communication
Communication strategy supports the action program:
To inform target publics of the action;
To persuade those publics to support and accept the action; and possibly
To instruct publics in skills needed to translate intention into action.
Evaluation Plans – First you had to determine how the outcomes would be measured. Then after the project you have to apply those measurements and determine the results. (Did we get the behavior change we were looking for?)
Use theory and evidence in a four-step problem-solving process:
1 Research: Defining the problem (or opportunity).
Here, the focus is on messaging.
Message content strategy deals with how messages are developed, created and expressed.
Message delivery strategy deals with the message dissemination channels.
Both strategies must be carefully planned.
Evaluation Research Steps
2 Planning: Planning and programming.
Feedback & Program Adjustment – It’s not good enough to just evaluate the program and determine if it worked. You have to then apply that knowledge, plan, etc. to future programs. (If your feedback indicated employee dissatisfaction, what will you do as a result?)
3 Communication: Taking action and communicating.
-Use persuasion techniques
-Framing the message
Putting the message into a context that facilitates compliance, understanding or agreement.
-tailor your message to your audience
-ex.) use language that will appeal to your audience
-Making message appealing for news media
-newsworthiness: impact, proximity, timeliness, novelty, conflict, etc.
4 Evaluation: Evaluating the program.
Program Implementation Plans
“What are the actual steps necessary for executing the planned tactics for action and communication?”
“Who will be responsible for implementing each of the action and communication tactics?”
"What is the sequence of events and schedule?"
Encoding and decoding the message
Denotative meaning is the common dictionary definition.
Use words with strong denotative meanings when trying to get your audience to think objectively
Connotative meaning is the emotional meaning we get out of words because of our experiences.
Use words with strong connotative meanings when trying to get your audience to feel something
Example: home, family, etc.
Impact criteria and methods
Impact measures document the extent to which the outcomes spelled out in objectives for each target public and the overall program goal were achieved.
Knowledge gain
Measures the number of people who learn the message content.
Opinion change
Measures the number of people who change or form opinions on a subject.
Attitude change
Measures the number of people who change or form attitudes on a subject.
Behavior change
Measures number of people acting in desired fashion.
Repeated behavior
Measures the number of people who continue or sustain the desired behavior.
Goal achieved
What was the ultimate result of the campaign?
Social and cultural change
Did the campaign make a positive contribution?
The process is continuous, overlapping, and cyclical.
Implementation criteria and methods
Distribution
The number of messages distributed.
Placement
The number of messages placed in the media.
Potential audience
The number of people potentially exposed to program messages.
Attentive audience
The number of people who attend to messages and attend events.
Preparation criteria and methods
Information base
How adequate is the background information?
Program content
What is the organization and appropriateness of program and message content?
Presentation quality
What is the quality of professional performance?
Communication audit: a systematic documentation of an organization’s communication efforts to understand how it currently communicates with its publics.
Internal factors: organizational policies, procedures, and actions related to the problem situation.
Is written in the present tense. “What’s happening now?”
Avoid “will,” “could,” and “should”
1. The Problem, Concern or Opportunity
"What's happening now?"
2. Situation Analysis (Internal and External)
"What positive and negative forces are operating (SWOT analysis)?
"Who is involved and/or affected?"
"How are they involved and/or affected?"
3. The Problem Statement
"What is the problem or opportunity I should address?”
Describes the situation in specific and measurable terms.
What is the source of concern? Where is this a problem? Who is affected? How are they affected? Why is this a concern?
All that is known about the situation including:
Its history
Those involved or affected internally and externally
SWOT analysis examines:
(S) Organizational Strengths
(W) Organizational weaknesses
…to identify
(O) opportunities
(T) threats
Does not imply solutions or place blame.
External factors: both positive and negative.
Stakeholder analysis: who is involved and affected by the situation. Any person or organization that is dependent on the organization and could be affected by the situation.
Resources & References
Special thanks to Emily Acosta Lewis for her her Powerpoint and support
Public Relations Strategy – 10 Steps to Ensure Success -- http://getpushing.com/blog/2012/02/public-relations-strategy-10-steps-to-ensure-success/
Understanding Goals, Strategies, Objectives and Tactics in the Age of Social http://www.forbes.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategies-objectives-and-tactics-in-the-age-of-social/
Set Social Media Marketing Goals For Your Business With These 14 Steps
http://mattsouthern.com/2013/01/23/social-media-goals-for-business/
“Strategy is a driving force in any business or organization. It’s the intellectual force that helps organize, prioritize, and energize what they do. No strategy; no energy. No strategy; no direction. No strategy; no momentum. No strategy; no impact.”
-- Jim Lukaszewski
By July 1, to increase percentage of home owners from three to 25 percent who know that wildfires destroyed more than 2,500 homes during the past three years.
and at: http://bit.ly/1aIvE8g
John Kenyon says:
(Forbes) flips strategy and objectives (from Emily's example, above), which I have seen before. After goals, some folks start with objectives and have strategies under the objectives, some folks create multiple strategies to achieve goals and have objectives for each strategy. Either way Goals are paramount and tactics are subservient.
Levels of Evaluation
Implementation Summary
Credibility
of information and sources
Context
of message
Content
of message
Clarity
of message
Continuity and consistency
of message with organization’s mission
Channels
of communication used for message delivery
Capability of the audience
to understand and listen to the message